Top Story


Home >> Marketing >> Article

KamaSutra to use sex toons to connect with the youth

Font Size   16
KamaSutra to use sex toons to connect with the youth

KamaSutra, the condom brand from JK Ansell, has tied-up with writer Mintty Tejpal and animator Anand Singh Naorem (Andy) and will be using the cartoons created by them to drive growth further.

The duo has just started a publishing company called and has also published a book of sex toons titled “Oh Damn”. KamaSutra has signed on Tejpal and Naorem to create an entire line of sex toon merchandise, including mugs, coasters and T-shirts.

Elaborating on the tie-up, Aniruddha Deshmukh, President, JK Ansell, said, “We have tied up with Andy and Mintty to essentially use the cartoons which they have generated. There are three levels of activities planned, one is where we will distribute a certain amount of copies through our website, second is where we will use some of the cartoons for a certain period of time on packs of KS smooth. KS Smooth is youth oriented and we feel these cartoons would connect with youth pretty well.”

“Thirdly, we have the rights to use the cartoons on various merchandise, which could be coasters, T-shirts, mugs, etc. We believe that humour is a great brand connect with the youth and there is a good opportunity to further enhance the brand equity and brand position by having this association,” Deshmukh added.

Also, all Rs 10 packs of KS Smooth condoms will soon be accompanied by an erotic cartoon strip created by Tejpal and Naorem.

JK Ansell is the second largest player with a 26 per cent value market share of the Rs 100 crore condom market in India, and the company has maintained consistency in the advertising communication for KamaSutra ever since its launch in 1991.

For KamaSutra, the comic strip is an innovative idea to connect with the youth, the potential buyers of their basic KS Smooth brand.


Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

Meanwhile Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

Pankaj Belwariar, who recently resigned from the post of Vice President Marketing at Sakal Media Group, has now joined Rajasthan Patrika as the Head of Marketing in North and East region.

A look at Vivo’s ad campaign with their all-new brand ambassador Aamir Khan, which has fetched them a whopping 21 million views on YouTube